As AI transforms the way people discover information online, marketers must adapt their digital strategy. Traditional SEO still matters, but we now need to prepare for the rise of GEO — Generative Engine Optimisation.

This isn’t about gaming the system. It’s about making your school’s genuine value and real expertise discoverable, not just by Google, but by AI tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE).

So how can schools future-proof their websites and content? Here are ten smart, practical ways to make your website more visible in the age of generative search:

1. Answer Real Parent Questions

Parents now ask AI tools the same questions they used to ask your admissions team. Create blog posts, FAQs and videos that answer them directly such as:

“What’s the difference between prep and primary school?”
“What’s included in boarding school fees?”
“Do independent schools offer support for dyslexia?”
 
This kind of content is gold for AI engines looking for authoritative responses.

2. Structure Content Clearly for AI Interpretation

Use headers, bullet points, summaries and well-labelled sections. AI engines skim structure to understand context. If your page is a wall of text, it’s less likely to be used in AI summaries.

3. Use Schema Markup

This is the technical bit, but powerful. Schema helps AI understand what your content is (e.g. reviews, events, staff bios). If your CMS allows it (or your web team can help), this adds context AI can work with more confidently.

4. Publish Authoritative, Long-Form Content

AI models favour in-depth, expert-led content. Not just “about” pages, but thoughtful articles, guides and explainers:

• “How to choose the right school for your child”
• “Understanding the UK independent school system”

·       “What are the benefits of a co-educational school versus a single sex education?

The more value you offer, the more likely your content will be surfaced in AI answers.

5. Be Consistent Across Platforms

Whether it’s your website, your Google listing, your ISC profile or press mentions, make sure your Name, Address and School Details are consistent. AI cross-checks multiple sources to verify accuracy.

6. Optimise for Voice AI Search

More people (especially busy parents!) are using voice tools like Siri, Alexa or Google Assistant to ask:

“What’s the best school near me?”
“Where can I find a boarding school for 13-year-olds?”

Use conversational language in your content - think full-sentence subheadings and natural phrasing. “How do I apply?” is more powerful than “Admissions Process”.

7. Encourage Third-Party Mentions and Backlinks

AI ranks you not just on what you say, but on what others say about you. Try to gain mentions in:

• Local press
• Educational directories
• Parent review sites
• Trusted partner blogs

These external signals boost your credibility in AI eyes.

8. Refresh and Repurpose Content Regularly

AI tools favour up-to-date content. Revisit old blog posts or FAQs and refresh them with new data, testimonials, or imagery. Repurpose successful content into videos, carousels or podcast snippets to reach new formats and search types.

9. Create Content Hubs

Group related content under topic umbrellas. For example:

• A “Boarding” hub with blogs, fees, virtual tour, and parent stories
• A “Sixth Form Life” section with videos, A-level results, and FAQs

This creates a rich web of internal links — which AI sees as depth of expertise.

10. Think Beyond Google

Families are starting to trust tools like ChatGPT, Perplexity and Bing Copilot as much as (or more than) Google. If you’re not actively tailoring content to be cited, not just ranked, you may be missing high-intent audiences.

Final Thought

This isn’t about chasing trends, it’s about making sure your school’s story is findable, trustworthy and shareable in an AI-first world.



At M4Success, I love helping schools to blend SEO and GEO, ensuring they are seen, heard, and chosen in all the places prospective parents now search.

No time? Let me help you – I can provide you with valuable support at a very competitive rate.